If you’ve been following along, you know that we kicked off our new blog series, Why Most Surveys Suck – But Yours Don’t Have To, by introducing trust deficit as the first reason for ineffective surveys. Now we’re here to offer up some suggestions so you can ensure your surveys don’t suffer as a result of any trust deficit between your and your audience.
We already know that survey fatigue, apathy, and cynicism can create a trust deficit, so we must develop methods to counteract these feelings and build trust. Trust is built on effective communication and transparency, but how do you earn enough trust in the first place? As you approach your next survey project, implement these four tips to help build trust:
Pre-survey communication
Have you explained the purpose and process of your survey to your audience? Communicating with your desired participants before you send them a survey demonstrates respect. If they feel their opinion will be heard and valued, they will return the respect by completing your survey.
Don’t avoid elephants in the room
Sensitive or controversial topics can present challenges when trying to build trust. Don’t minimize or shy away from these topics. Address them directly by being honest and sincere. Your audience might not agree with the decision, but will appreciate you being forthright with information.
Questionnaire design
You spend a lot of time crafting the perfect questions for your survey; however, bias can sometimes creep in without you even realizing it. Carefully design your survey so that it informs and educates participants without biasing their answers.
Sensitive issues require careful attention and planning. Be sure to have multiple reviewers look through your survey and invitation to be sure that your tone, meaning, and purpose are clear. Outside experts can help give advice, but you know your audience best.
Post-survey communication
When the survey’s over, don’t leave your participants thinking, “Now what?” Communicate the next steps, outcomes, and any data you think they will benefit from knowing. Following through on promises you made during pre-survey communication will strengthen the trust you’re building.
Sending a successful survey isn’t just about the survey. Click To TweetRemember, sending a successful survey isn’t just about the survey. It’s a powerful tool to increase transparency, develop communication in both directions, and conduct research activities that can shape the future of your business. Following these steps will build the bond with your participants and guide you on your way to successful surveys.
Not sure where to get started? We’re here and can help with your journey to eliminate the trust deficit. Connect today.
